Tapping into cultural trends we worked with British icon Pixie Lott to dress her for Halloween as she joined a star-studded crowd at Annabel’s private members club. 
Aperol Spritz is seen as a drink that is only enjoyed during the summer months, meaning it is difficult to secure interest around the serve in the other seasons. Therefore, as part of our efforts to de-seasonalise Aperol, the team tapped into Halloween: an increasingly popular cultural phenomenon, especially amongst our young and social target audience.  
The insights and data showed that the highest traction in earned media comes from Halloween costumes, while drinks and cocktails see low traction. This presented an opportunity for costume and cocktail to come together, inserting Aperol into the cultural agenda whilst resonating with our target audience. The idea was simple – create a fun and fashion-forward stunt by enlisting an iconic British celebrity and have them dress as an equally iconic Aperol Spritz. Enter Pixie Lott. 
Using Campari Group tools, we saw that following the activity there was a recorded increase of 2.23% in UK buzz as well as an +11% increase in global social mentions versus 2023 (for dates 26 Oct- 01 Nov), thanks to blanket media coverage across 15+ countries and Pixie going viral on social.